Understand How Customers See Your Website

Do you have an art website? It may not be communicating effectively.


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When you create a website (whether you use a webmaster or do it yourself) you have the benefit of knowing everything that is on it. That’s both a blessing and a curse. Because you have an insider’s view of the contents, you cannot look at your site with fresh eyes and understand how visitors perceive it.

This phenomenon, called “The Curse of Knowledge” in the book “Made to Stick” by Chip and Dan Heath, affects everyone who markets their business.

The best treatment for the Curse of Knowledge is to ask someone who has never seen your website to take a look and give you their honest opinion. Don’t give them any information upfront.

Afterwards, ask:

  • What do you “get” about the website?
  • What is confusing to you?
  • Does the artwork appeal to you? Why?
  • Would you feel comfortable making a purchase from this website?
  • Was the contact information easy to access?
  • Would you refer others to this site?

You may be very surprised at the feedback you get. Site visitors may not view your site, your work, or the information you share in the way that you intended. Make notes and revisit those pages that need revision to improve your art website so that it communicates clearly and effectively.


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  1. Really informative post giving perspective on how to get some solid feedback on your website. I am going to copy and paste the questions and then ask some friends to answer them. Thanks for this interesting assessment tool!

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